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Rishi Sunak has released a slick 90-second video showing behind the scenes of his first 24 hours as Prime Minister. Soundtracked to a heavy, fast-paced drum beat, the new Conservative leader gives an insight into the inner workings of Downing Street.
“Let’s get back, back to it,” the Prime Minister decisively says after being shown his new office.
The video features clips of him holding crunch meetings with ministerial colleagues, embracing Chancellor Jeremy Hunt with a hug, and even dunking biscuits in his cup of tea as he set about implementing his plan for Britain.
US President Joe Biden makes a brief appearance in the clip, saying “congratulations Mr Prime Minister” as the pair shared their first phone call together.
In an unseen video from his first Cabinet meeting, he tells his top team of ministers: “This is a collective job for all of us as a Government to get through this difficult period.
While serving as Chancellor he regularly released statements and social media graphics built around his own personal branding.
Messages would be signed off with his signature, swapping out the logos of the Treasury and the Conservative Party.
The heavy PR has previously raised eyebrows among MPs who have accused Mr Sunak of promoting himself rather than the Government.
Defending his branding in 2020, the then-Chancellor said: “This is about communication, and the way we communicate is changing.
“We’ve seen a change in how people engage with the way they get their news, and the way they get their information.
“I’m keen to try and get our message across to as many people as possible and engage them, and if that means they poke some fun at me in the process so be it if it means they’re talking about what we’re doing and debating it.”
More to follow…
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